AGENCY BIO

Email: romy.abdelnour@tbwaraad.com (Public Relations), muriel.lechaczynski@tbwaraad.com (New Business)

We are the Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named as one of the Middle East’s Most Innovative Companies by Fast Company Middle East in 2024, 2023, 2019, and Adweek’s Global Agency of the Year in 2024, 2022, 2021 and 2018, we are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made of passionate, dedicated individuals with expertise across the total brand experience – from retail to social and digital, from B2B to experiential, from innovation to production and from design to content.

SERVICES:Integrated marketing communications, strategic brand management, advertising and content creation, digital, social and mobile, public relations.NEXT is our innovation practice that helps brands push boundaries and craft breakthrough brand experiences. By analyzing cultural shifts and emerging technologies, we use our unique methodology—Disruption, Mapping, and Structures —to uncover powerful “What Ifs.” These bold ideas open new spaces for brands today while future-proofing them for what’s next. We turn Disruption® into opportunity, ensuring brands don’t just deliver on the brand experience and keep up —they lead.Our digital services, driven by Disruption®, fuel transformative growth through strategy, ideation, and execution. We specialize in performance marketing, SEO, Creative Intelligence (AI-powered insights), and custom AI solutions. Our expertise extends to loyalty-building through CRM-driven engagement, seamless e-commerce experiences, and innovative digital products — from chatbots to tailored web and app solutions — delivering holistic and impactful digital journeys.Our social media offering redefines marketing conventions while seamlessly aligning with brand strategy. By integrating social and content production (BOLT Content), we deliver a comprehensive 360° solution—from brand storytelling to campaign-driven social and community-led brand building. It all starts with a strong, insight-driven social strategy that shapes platform-first content, capitalizes on trends and formats, and embeds community engagement alongside reputation management. Powered by data and analytics, focused through an innovation lens, we ensure meaningful insights through impactful reporting and real-time social listening.

KEY CLIENTS: Abu Dhabi Media Office, Apple, AWR Rostamani Arabian Automobiles, Commercial Bank of Dubai, CNN, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Philips, Pladis.

AWARDS: Most Innovative Companies in the Middle East 2024, 2023 & 2022 Fast Company Middle East -Best Workplaces for Women 2024 Fast Company Middle East -The World’s Most Innovative Companies 2023, 2022, 2021, 2020, 2019 Fast Company -Great Place to Work Certified 2024 -Global Agency of the Year 2024, 2022, 2021, 2018 Adweek